If you’re like many of my clients, you probably leverage inbound marketing to attract leads and are very familiar with the idea of opt-ins to connect with prospects and begin building relationships. But when was the last time you checked your opt-in strategy and follow-up?
Lead qualification starts with your opt-in strategy, so making sure your strategy is up-to-date and relevant to your audience is crucial to attracting the right type of clients. If you’re seeing a disconnect between the offers you’re putting out there and the type (or volume) of prospects you’re attracting, it’s more than likely time to audit your automation approach. Luckily, Spring Cleaning is the perfect time to do just that!
Three Key Takeaways
1. Audit your opt-ins. Start with a general overview of all your opt-ins. Where are you sharing them? Do any need to be updated? Is the content and branding still relevant? Especially if it’s been a while since you’ve considered your opt-in strategy, I’m willing to bet there are a few hiding out somewhere that need a refresh.
2. Create a tracker. As you’re going back and reviewing your opt-ins, now’s the perfect time to make note of where each is located so you can track them moving forward. Next time you or one of your team members needs to go back and adjust something, it’ll be much easier to find.
3. Evaluate effectiveness of lead magnets. Now that you’ve accounted for all your opt-ins and noted any obvious updates, it’s time to evaluate how well they’re performing. Consider not only your download and click rates, but also who is opting in. Are your opt-ins leading you to the right type of clients for your services? If not, you probably need to reconsider your offers. Keep in mind that you may have more than one client type or that your ideal client base may shift over time.
Need some help adjusting your opt-in strategy to target the right clients? That’s just one of many topics we’ll cover at our upcoming Tighten Up Your Sales Game event. Register today!